Many advertisers face the challenge of maximizing results with limited pay-per-click (PPC) advertising budgets. A crucial question often arises: “How much should we spend?” This pivotal decision shapes the entire PPC strategy.
The following tips will help you get started or optimize your PPC program to make the most of every dollar spent.
Location Targeting
Location targeting is a critical factor in reaching the right industrial buyers and optimizing a limited PPC budget for manufacturing companies. To maximize ROI on a limited budget, B2B manufacturers should concentrate on targeting essential locations where their potential clients or partners are situated.
For instance:
- Tailor your location targeting to specific industrial zones, manufacturing hubs, or business districts using states, cities, ZIP codes, or a radius around your manufacturing facility.
- Base your location choices on performance metrics relevant to your manufacturing business, such as lead quality or conversion rates.
- Strike a balance between relevance and reach. Narrower geographic targeting may reduce traffic but increase relevance for your specialized manufacturing offerings.
- Implement negative location targeting to exclude areas where you don’t operate or ship to, preventing wasted clicks from irrelevant industrial markets.
By applying these location-targeting strategies, B2B manufacturers can ensure their PPC budget is invested in reaching the most promising industrial buyers and decision-makers in their target markets.
So, How do you know what is the best location targeting for you? Below are few tips
- Speak with the Sales team to understand the demand location-wise
- Analyze Google Analytics Data
- Analyze past data from the sales review meeting
Ad Scheduling
Another important but more often ignored part of Google Ads is ads scheduling as per location time zones and active working hours. This can help you save atleast 10-20% of the budget.
Ad scheduling helps control budget by optimizing ad delivery. Key points:
- Run ads only during specific days and hours, focusing on business operation hours for B2B manufacturers
- Expand slightly to accommodate different time zones
- Consider after-hours research by potential clients
- For online sales, review hourly performance data
- Identify and avoid times with negative ROI, adjusting schedules based on campaign effectiveness
Limit running PPC ads if the reporting reveals hours of the day when campaigns are ineffective.
Set Negative Keywords
A well-planned negative keyword list is an essential tactic for controlling budgets. It prevents your ad from appearing in search results and on websites that don’t align with your business goals.
- Proactively generate negative keywords by brainstorming terms that might trigger your ads incorrectly.
- Analyze keyword reports to identify irrelevant searches that have already resulted in clicks.
- Create and apply these lists to your campaign.
- Regularly review and update your negative keyword list, as advertising trends constantly evolve.
Smart Bidding
Bidding strategies can be complex and is a broad topic. But I would like to touch up on these points briefly in this blog.
Smart Bidding revolutionizes ad campaign efficiency. Google AI optimizes bids for each auction, maximizing conversions while adhering to budget constraints.
Smart bidding strategies include:
- Maximize Conversions: Automatically adjust bids to generate the most conversions possible within the budget.
- Target Return on Ad Spend (ROAS): Predicts the value of potential conversions and adjusts bids in real time to maximize return.
- Target Cost Per Action (CPA): Allows advertisers to set a target cost-per-action, while Google optimizes bids to achieve the most conversions within budget and desired CPA.
Study your objectives and choose the right bidding strategy. Google AI has become so powerful, that the right bidding strategy can alone power your campaigns to bring high-quality traffic and leads.
Target Less competitive keywords
In a competitive landscape, some keywords might have a high cost per click. Research is important in this case to optimize the keywords that you use. “Targeting the less competitive keywords” can be the best option for any B2B company. Results show that these keywords have a high probability of conversions.
- Use Google Analytics or Search Console to identify low competitive keywords
- Use the Google autocomplete feature
- Use tools like tools like Google Keyword Planner in the Google Ads account to compare and get estimates.
Example: Considering keywords like “business accounting software,” it’s important to recognize that they may offer a lower cost-per-click (CPC) alongside a potentially reduced search volume.
”Every Click counts, as you pay some amount to get these clicks”
When you’re working with a small budget for pay-per-click (PPC) advertising, it’s not just about how much money you have to spend.
To make the most of your limited budget, you need to focus on:
Smart Campaign Management: Plan and organize your ads carefully.
Data-Driven Decisions: Use data to guide your choices and improve your ads.
Ongoing Improvements: Keep making changes to your campaigns to get better results.In the fast-changing world of online ads, every click is important. With the right strategies, each click can lead to valuable outcomes for your business.
